Fifa logo12/3/2023 Instead, what it rolled out feels bland and lifeless. FIFA might have considered retreading or reimagining some of those earlier visual identities, or maybe crafting a different version of the logo for each host country. and Mexico have, and the 1970 tournament and 1994 tournaments both featured some of the best designs in the competition’s history. Maurer What other path could they have taken?Ĭanada has never hosted a World Cup but the U.S. Representatives for FIFA said the design process for the logo was led by their own in-house brand team, with input from a number of consulting agencies, though they declined to name those. The base logo, though, will remain the same. FIFA has also created unique color palettes and design inserts for each host city. There are variations of the logo where the “26” is divided into 16 grids, representing the 16 host cities, and further iterations where the numbers contain 48 panels, representing the teams in the tournament. They see the plain-Jane logo plastered on sweatshirts, caps, shoes, on the front of jerseys at the tournament … everywhere. The simplicity of the design is a feature to FIFA, not a flaw. They wanted to bring the World Cup trophy to the forefront of the logo, FIFA said, and they wanted to create a system that could be reused in future tournaments and feel “iconic” to all age groups. The impetus behind the design, an official said, was to make the brand inclusive and simple and highly customizable across multiple platforms. Maurer So why did they make it this way?įIFA answered questions Wednesday during a session with national media. The logo for this coming tournament, which will be hosted across three different nations, feels like a generic exercise in “clean” design, the sort of thing we see a lot of these days. FIFA said it was inspired by centuries-old techniques seen in world-renowned Russian art dating back centuries. Russia’s World Cup in 2018 featured bold red, gold, black and blue colors. In Qatar, for example, the logo was crafted to look like a woolen shawl, a traditional garment of the region. They’ve always incorporated cultural elements of the host nation. More recently, the tournament logos have felt a bit standardized, with the general outline of the logo being that of the Jules Rimet trophy. We were kind of hitting people right between the eyes.” “You look at what we did with the logo - red, white, blue, with the American flag and the soccer ball going through it, rather than something abstract. “In general, we weren’t being very subtle, right?” Alan Rothenberg, then the president of U.S. Red, white and blue, with a soccer ball flying past the red and white bars of the American flag. Other tournaments have shined as well - Italia ‘90 brought an almost abstract touch to things, while the 1994 World Cup was decidedly more … obvious. The official logo and poster for that tournament, a simple, graphic representation of the then-new Adidas Telstar, helped make that ball the most instantly-recognizable piece of sporting equipment imaginable. There was Mexico in 1970, when famed designer Lance Wyman took a stab at the design, crafting a visual identity that was concentric, with numbers and letters embedded within each other. It was an instant hit and over the ensuing decades, the iconography and visual identity of the World Cup has become more and more important. The tournament has been an exercise in branding since the first edition in 1930, when a local Uruguayan artist painted the official poster for the event, a relatively abstract rendering of a goalkeeper stretched out in flight. This one is decidedly blander and lacks a lot of the character of previous editions. Maurer How does this compare to previous World Cup logos? The Athletic’s instant analysis: This is it, really? This is the actual logo for the World Cup? The largest sporting event in the world? It’s a logo that can easily be transferred and used across merchandise, and there will be unique color patterns and slogans for each host city. According to FIFA, it’s inclusive branding, simple and highly customizable. Unlike the Stars and Stripes that adorned the iconic logo from ‘94, nothing screams America about this design.
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